The Design Miami/ has become the most renowned meeting place for the collectors' scene and trade journals. The task was to place Audi within this framework both as a main sponsor and as exhibitor/design brand and thereby to appeal directly to a selected target group.

An Audi VIP shuttle service and the presentation of the Audi Q7 Coastline had to be integrated into this concept within the framework of a standard architecture created for it, which in an inviting gesture, should present itself to the visitors as a lounge and meeting place.

The main attraction was the staging of the Audi Q7 Coastline as part of a maritime standard architecture. The fair stand's design corresponded to a jetty scene and was simultaneously a stage and lounge with a bar for the visitors.During the event, a calligrapher immortalized the names of the guests on the wooden floor of the stand, which meant that an ever-larger design presentation was being created. As a gift, every visitor received a design booklet containing valuable tips about the Design Miami, recommended by Ambra Medda.

Analogous to the stand, on the outside grounds, there was an Audi Shuttle Station where the visitors could wait for their VIP shuttle service in a kind of mini-lounge.

An evening vernissage at the Audi stand was the highlight of the entire event and persuaded collectors, the press and gallery owners to spend the evening with Audi. Lots of stars from the design world, as well as representatives of the national and international press, reported on the Audi show at the Design Miami.